Advertising and Promotion 1
Lecture 5
ADVERTISING PLANNING
ADVERTISING PLANNING (CONSUMER BEHAVIOUR)
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What motivates the buyer?
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Why does buyer choose a specific brand over others?
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Why does buyer buys from where he or she buys?
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What makes buyer shift from one brand to another & from one shop to another?
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What are buyer’s reactions to newly introduced product?
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What are the various stages buyer passes through before making a decision?
ADVERTISING OBJECTIVES
An advertisement, to be effective, should be
Seen--Read–Understood – Believed & Acted upon
So there are three objectives:•
Sales Objectives. Immediate increase in sales percentage(Chart No 1)
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Communications Objectives. Increase in market share (Chart No 2)
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Behavior related Objectives. Increasing company’s brand usage rate among existing
consumers and Encouraging non-users to have trial consumption and / or purchase
Types of Advertising
1
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Brand Advertising.
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Retail or Local Advertising.
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Political Advertising.
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Directory Advertising.
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Direct Response Advertising
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Business to Business Advertising.
Advertising and Promotion 1
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Institutional Advertising.
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Public Service Advertising.
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Interactive Advertising.
Target Audience
How to determine?
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To whom is advertising addressed?
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Where will the objectives be achieved?
Process of Identifying Target Audience
2
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Identify the market.
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Identify appropriate segments.
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Decide criteria for selecting relevant segment.
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Target audience. (Selected segments)
Advertising and Promotion 1
SALES OBJECTIVES PROCESS Chart No. 1
Competitor
Packaging
Economic
actions
Condition
Brand
Image
Price
SALES
Consumer
Dist. Channel
Taste
Management
Preferences
Other
Product
Promotional
Quality
Mix
Features
Sales force
Advertising
No & Quality
COMMUNICATIONS OBJECTIVES Chart No 2
Behavioral
5%
Purchase
objectives
Reg. buy
10%Trial
15% Preference
20% Liking
30% knowledge
70%Generating Awareness
100 % Unawareness
Communication Response Pyramid
3
Communication
objectives
Advertising and Promotion 1
POSITIONING
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Positioning is the foundation upon which all other marketing mix decisions are built.
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Positioning involves a decision to emphasize or highlight certain aspects of a brand So
– Positioning is not what you do to the product, but is what you do to the minds of the
consumers through marketing communications.
Why Positioning
“It is the act of designing the company’s offering and image to occupy a distinctive place in the
target market’s mind.” ….. Philip Kotler
Positioning Strategies
Following questions need answers:
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Who am I : (Brand identity & Image)
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What am I: (Functional capabilities of the product)
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For whom am I: (Consumer segment I serve best)
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Why me: (Powerful reason to choose me)
Seven Approaches to Positioning Strategy
4
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Using product characteristics or customer benefit approach.
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The price – quality approach.
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The use or application approach.
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The product user approach.
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The product class approach.
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The cultural symbol approach.
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The competitor approach.